Trade Marketing Manager

Role & responsibilities

BTL Planning & Execution

• Develop and execute region-specific BTL marketing calendars aligned with national brand priorities
• Plan retail activation programs to drive footfall, trials, and consumer engagement
• Coordinate with sales teams to ensure seamless on-ground execution

Retail Visibility & POSM Management

• Plan, deploy, and track POSM assets across outlets for maximum visibility
• Ensure adherence to brand guidelines and display standards
• Monitor POSM utilization, replenishment, and ROI effectiveness

Outlet Activation & Merchandising Excellence

• Lead in-store promotions, product displays, and thematic activations
• Identify high-impact retail opportunities for visibility enhancement
• Ensure quality audits and execution compliance across outlets

Vendor & Budget Management

• Manage regional BTL vendors, fabrication partners, and agencies
• Negotiate costs and ensure timely delivery and installation
• Track budgets, cost efficiency, and campaign ROI

Cross-Functional Collaboration

• Partner with regional sales leadership for activation prioritization
• Work with central marketing for asset alignment and campaign rollout
• Support distributor engagement initiatives where required
• Analytics & Reporting

Any other additional responsibility could be assigned to the role holder from time to time as a standalone project or regular work. The same would be suitably represented in the Primary responsibilities and agreed between the incumbent and competent authority

Key Performance Indicator (KPI)

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   Retail visibility score improvement
2. POSM deployment efficiency
3. Activation reach and execution quality
4. Budget adherence and ROI
5. Outlet coverage and audit compliance

Preferred candidate profile

• Graduate or Post-graduate from Tier 1 / Tier 2 B-School

Experience

• 58 years’ experience in BTL/trade marketing/retail activation
• Strong field execution and vendor management experience
• Contextual industry experience in FMCG sector (preferably in rice / agri-products / foods category) is a must